The primary focus was visual innovation. Our aim was to establish a unique aesthetic created through a new visual technique.

The resulting visual technique was incredibly complex, and involved over 10,000 hand placed pieces.

The devised technique involved creating imagery through the layering of individually laser cut 2mm thick acrylic sheets. By layering coloured acrylic on top of one another a relief gradually forms that creates the desired aesthetic.

Each surface consisted of six layers of acrylic allowing any pattern or depiction to feature six different colours. Detail of less than one millimetre was achieved.

Surfaces that were horizontal, vertical, and faceted were all integrated.

To create the necessary pieces each design was created digitally, broken down into colour groups, and then laser cut and labeled. Then, like a giant jigsaw, the pieces were assembled and fixed by hand.

To further push the process, each machine incorporated LED lighting plus individual light boxes. Also included was motion sensors and speakers that activated music as a user approached.

The GAYTM initiative was an incredibly successful campaign for ANZ Bank:

• The campaign generated 11.6 million opportunities to see the campaign across earned and owned social media and media channels.

• ATM usage from non ANZ customers increased by 74%

• Total interactions 150,000 (Inc. votes, likes, comments, shares, tweets, re-tweets, click throughs, video views.)

• Hashtag uses (excluding RT’s) 6,400

• Campaign Content Engagement Rate 10 x ANZ average engagement rate

• Sydney tour buses rerouted to pass the GAYTMs